The Study On Marketing Strategy Optimization Of Peach Juice Products For Gansu Cofco Coca-Cola Beverages Ltd

When China’s per capita GDP exceeds 10,000 yuan,China will become the world’s largest and most promising consumer market.From the development course of nearly 5 years,China’s products use new marketing mode to constantly attack,introduce new ideas,bring new changes.Undoubtedly,how to grasp the marketing of products is the most important issue for enterprises at present.This paper hopes to establish a data-driven,consumer-centered dual-guidance concept for beverage enterprises at the present stage,and set six main points to improve the efficiency of the company’s product marketing.Based on Gansu COFCO Coca-Cola Beverage Co.,Ltd(hereinafter referred to as:gansu)in the status quo,mainly use the relevant theories of modern marketing,combined with the modern enterprise management thoughts to early to face product marketing present situation and the existing problems and the causes behind the in-depth reflection and analysis,identify several main problems: The degree of product innovation is not suitable for the current consumer demand;Single price strategy,no flexible use of price combination;Lack of grasp of the rhythm of market channels,relying on existing channels;Marketing is used to passive choice rather than initiative.In view of the above problems,corresponding optimization schemes are proposed,including: it is suggested to define and identify consumer groups from the perspective of products,so as to carry out targeted product innovation and marketing strategy optimization;In terms of price,it is suggested to use combination pricing strategy to achieve flexible pricing mechanism.Channel focus on the new expansion of traditional channels and consumer scenes;In terms of sales promotion,seize all kinds of sales opportunities and take the initiative with new media and new discourse.In order to ensure the effective implementation of these strategies,this paper puts forward corresponding supporting measures from four aspects:implementation management process and system,optimization and configuration of personnel structure,allocation and support of financial funds,information construction and security.Finally,the optimized marketing strategy is analyzed and summarized.So that it can improve sales performance,expand brand influence and provide power for the promotion of other products.This thesis tries to so far can be the beginning of 2020 minute maid in gansu products through marketing strategy research and execution process and summarizes the preliminary results,extracting induces peach juice products optimized marketing strategies and methods,hope to continue in the future in gansu product marketing,the development of the beverage industry has a certain reference.